One of the largest mistakes a business (especially a service-business) can make is to not hold their customers or clients accountable.
There’s nothing worse than clinging yourself to a sinking ship or one that is permanently moored in its ways.
When my mom was a personal trainer, the complaint I heard most often was that clients would cancel their training sessions. My mom, always wanting to give the benefit of the doubt, wouldn’t charge them.
The constant cancellations (having put so much preparation into a session!) finally got to her.
There are two ways to look at this. The first being selfishly. She could have made more money, got compensated for her time and got an hour back of her day to invest in someone else.
The second way is that, had she established a cancellation fee, she would have held her clients accountable. She would have been what they were actually paying her to be. (Anyone can do some workouts, but most need the right kind of accountability to do them.)
The same goes if you’re a marketer. Do you have a penalty for clients who don’t let you meet the bottom line you’ve promised? Perhaps you agree to 100 pitches this year, but the client rejects 40 of the 110 you suggest. Do you let it be or do you kick them in the butt?
Holding customers accountable is a move not many make and not many blame their failure on for reasons of selflessness and guilt, but it’s the one marketing tactic that ensures a baseline of success.
Stay Positive & Accountability Is Everything
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